MEDIA

Roles of Information
Providers
•To inform is to provide
relevant data on a specific
subject. Sometimes, this data
is limited to a specific group of
people.
 Role of a sales
brochure about a new
Smartphone

To inform potential
buyers of its features.
•To educate is to go beyond
providing relevant
information by helping
people gain a deeper
knowledge through
additional data, context, and
analysis of information.
 Role of a consumer
website that compares
different phone based on
price and features

To educate
consumers about
their choices.
 Other roles of media
providers are:
• To facilitate teaching and
learning processes.
• To provide access to all
types of information.
• To serve as a gateway to
information.
• To promote universal values
and civil rights such as
freedom expression, speech
and of the press.
• To serve us society’s
collective memory.

• To gather more information.

• To preserve cultural
heritage.

• To entertain.
Codes and Conventions
in Media
Marshall Mcluhan
was a Canadian
philosopher
whose work laid
the foundation of
media theory.

“The medium is
the message”
Types of Codes in Media

Technical Codes
-These include techniques
and methods like camera
angle, shot type, and
lighting.
 Written Codes
-Some examples of written
codes are headlines,
captions, titles, and writing
style.
 Audio Codes
-These include codes
related to sound.
Background music, sound
effects, and voice-overs are
under this category.
 Symbolic Codes
-These are codes that are
used to convey a symbolic-
rather than a literal-
meaning. One example is
the way a character’s
emotions are implied in a
scene.
Media Representation
 Construction
-refers to the way a media
material is “put together”.
 Mediation
-refers to the process that a
media material undergoes
before reaching an
audience.
 Selection
-refers to the process of
selecting content for a
media material.
 Anchorage
-refers to the words used to
give images a certain
meaning.
 Stereotypes
-refers to the oversimplified
representation of a person
or thing.
 Ideology
-refers to the set of opinions
or beliefs expressed through
a media material.